launched another program. we have mohammed alaryn, the ceos of zulu, you have barack obama, the president of the world bank. it's an incredible people. becky quick is one of them that's on there. just writing content that's really important for people in business around the world. >> obviously this must translate at some point into a user, keeping the user, either engaged longer or bringing them in. i mean, how does that work? because it's got to connect. i applaud putting the right content in front of the right people but at the same time it's a business, right? >> right. >> how does that work? if you're coming in, sharing it with your boss, sending it to someone you want to deal with, this is a conversation starter. it's great for linked-in, great for the business world in general to have this comment. get insight from people, 187 million people. they're never going to connect with richard branson in real life. they can read what richard branson's top tips are for starting a business and they can think about how they're going to start their own business and they got that from linked-in.